Thursday, May 12th, 2016 | 8 min read
If you could increase your leads by 5X and drop your cost per lead by 85% with one simple strategy, would you? Of course, you would! Who wouldn’t?
That’s exactly what Mazda did by using Facebook lead ads to generate brand awareness and signups for test drives.
Having launched just last year, Facebook lead ads is a relatively untapped feature of Facebook advertising. However, in many ways, it’s the social network’s most powerful tool for generating leads.
When a customer clicks on a lead ad, they will instantly see a form that’s pre-populated with information they’ve shared with Facebook, like their name, email, or phone number. From there, they can edit the information or just tap “Submit.”
As with regular Facebook ads, brands can distribute Facebook lead ads to their target audiences and people who have demonstrated interest in their business. But these ads take the connection with the customer one big step further.
With just two taps on a Facebook lead ad, the customer can elect to receive information from the brand, such as price estimates, newsletters, or special offers. And the brand can seamlessly collect valuable information about their customers—all within the Facebook platform.
Let’s look at the biggest benefits of Facebook lead ads, and how your brand can use them to connect with new customers.
A regular website signup form can sometimes take up to five minutes to fill out. That might not sound like a long time, but online—especially on mobile—where consumers have countless options of apps to open and pages to visit, five minutes can be an inconvenience. And it can be enough to frustrate a customer or even drive them away.
With Facebook lead ads, brands can shrink that signup time down to a few seconds, making it easier and faster to generate leads. By pre-populating the form for the customer, these ads allow brands to grow their lists of inbound inquiries, email subscriptions, applications, registrations, and pre-orders in the most efficient way possible.
People are spending more time on their mobile devices than ever before, and it’s important that brands know how to reach customers there. Still, as Facebook found, most mobile forms can take 38.5% longer to fill out than desktop versions. In a fast-paced online world where people expect seamless user experiences, that seems unacceptable.
That’s why Facebook lead ads forms are designed to be mobile friendly and require the least amount of typing possible. The ads are also available on desktop, so brands can reach their customers on whichever platforms make most sense.
Each campaign is launched with a specific goal, such as generating newsletter signups or registering people for an event. To help you reach these unique goals, Facebook lets you customize your lead ads forms in three key ways:
1. Choosing your call-to-action button. Currently, there are six options, including “Sign Up,” “Subscribe,” “Learn More,” “Apply Now,” “Get Quote,” and “Download.”
2. Asking open-ended or multiple-choice questions on your form. For instance, you can ask “When do you plan to make a purchase?,” and provide four different options of timeframes for the customer to choose from.
3. Formatting the content. The standard Facebook lead ad includes a picture, a caption, and a call-to-action button for the signup form. However, brands can now make their lead ads even more dynamic by using video, the carousel format (which allows you to use a series of images in one ad), and context cards. A context card is just an extra image that pops up after the customer clicks on the lead ad and before they are taken to the signup form. With context cards, brands have another opportunity to tell the customer about their products and what they might be signing up for.
By customizing Facebook lead ads for your audience, you can make it easier to get the information you need in order to reach your goal.
The information collected from Facebook lead ads doesn’t just have to be used for your signup form. It can also be used to better inform future Facebook ad targeting.
For instance, if you collect information from 100 Facebook users through Facebook Lead ads, you now have a list of 100 people you know are interested in your business. You can then use that list to create Custom Audiences (allowing you to retarget ads to those customers) or Lookalike Audiences (allowing you to target new customers who are similar to those who filled out your form).
Facebook lead ads can be used for a wide variety of strategies. Here’s a handy chart from Facebook outlining some of the biggest use cases for different industries:
Let’s dive into a few of them a bit further and look at some examples of how brands found success with Facebook lead ads.
Advertisers can use lead ads to drive signups for their newsletters. For example, shoe brand Stuart Weitzman runs a newsletter including their newest offers and products. The company created a lead ad to target people who might want to receive this information.
According to Susan Duffy, Chief Marketing Officer for Stuart Weitzman, the Facebook lead ads yielded a 52% more efficient cost per lead compared to other signup efforts.
As noted in the chart above, auto brands can use lead ads to find out which vehicles their customers are interested in and offer a quote. And that’s exactly what Land Rover did. The company launched a lead ad that invited customers to “Get a Quote” for the new 2015 Range Rover Evoque.
According to Kim Kyaw, Manager of Digital Marketing & Social Media for Land Rover, the lead ads outperformed ads that drove the customer to the company’s website to fill out a form. The lead ads not only generated more leads; they also drove the cost per lead down by 4x compared to previous social lead gen strategies.
Brands can also use lead ads to gather contact information and signups for events. As outlined in the chart above, this strategy could be especially useful for entertainment brands and B2B brands.
For example, a B2B tech brand might run an event to generate interest around a new product launch. Naturally, the brand would want to invite people who would be most interested in the product and find it most useful for their business. With Facebook lead ads, the advertiser can get the word out, see who wants to attend, and even ask custom questions about what their audience wants to see at this event.
Signup forms shouldn’t be a hassle, especially on mobile devices, where customers expect to get information quickly and on-the-go. That’s why leads ads are some of Facebook’s most innovative ad offerings yet.
With Facebook lead ads, generating new leads is as easy as one, two…well, that’s it! Just two taps.
Whether you’re looking to drive contest signups, ebook downloads, or pre-orders, these ads allow advertisers to generate quality leads and collect valuable user information in the easiest way possible for the consumer.
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